Excuses

Between 1995 and 2001, The Guardian had been losing share in a declining category.

Philosophy/Solution

In January 2001, a new communications strategy was introduced that broke with convention. Whilst the orthodoxy dictated two tiers to communications, one brand-building, the other response-based, the campaign that was created did both jobs at the same time.

Results

As a result, share increased swiftly and dramatically and overall circulation actually grew.